Meta Faces EU Scrutiny for Alleged Abuse of Dominance via WhatsApp AI Chatbot
Meta Platforms, the parent company of Facebook, Instagram, and WhatsApp, is under investigation by Italy’s antitrust watchdog, AGCM, for allegedly abusing its dominant market position by integrating its artificial intelligence chatbot—Meta AI- into WhatsApp without user consent.
WhatsApp AI Integration Raises Antitrust Concerns
According to the Italian Competition Authority (AGCM), Meta may have violated European Union competition regulations by embedding Meta AI directly into WhatsApp’s interface. The AI feature, which offers chatbot-style responses and virtual assistant capabilities, has been accessible through WhatsApp’s search bar since March 2025.
AGCM argues that this seamless integration could unfairly guide users toward Meta’s AI service, potentially distorting fair competition and disadvantaging other AI providers. The authority emphasised that such bundling could “force” users to adopt both WhatsApp and Meta AI services together, without giving clear, independent choices, thereby creating entry barriers for competitors.
Meta Responds to Allegations
In response, Meta confirmed that it is cooperating with Italian authorities and maintained that the AI integration is beneficial for users. “Offering free access to our AI features in WhatsApp gives millions of Italians the choice to use AI in a place they already know, trust, and understand,” a Meta spokesperson stated.
However, the AGCM noted that Meta’s approach might not be based on merit-driven competition, but rather on leveraging WhatsApp’s vast user base to dominate the AI space, raising significant red flags under EU antitrust laws.
EU Competition Law and Penalties
Under EU competition rules, companies found guilty of abusing a dominant market position can face fines of up to 10% of their global annual turnover.
The investigation was conducted by AGCM in collaboration with the European Commission and included on-site inspections at Meta’s Italian offices, with assistance from Italy’s tax police antitrust unit.
Implications for AI in Messaging Platforms
This case could set a precedent for how AI tools are embedded in messaging platforms across the EU. As AI becomes increasingly integrated into consumer apps, regulators are paying closer attention to ensure fair competition, user autonomy, and transparency.
